123. Dell turning the bullhorn
1. Direct2Dell - blog where people could start
talking to Dell about their experiences.
2. Instantly responding to fiascos (like the exploding
3. CES - blogger lounge with Michael Dell
4. Dell Idea Storm
5. Delivering on the ideas generated in the tool
6. rinse. repeat.
124. DELL turned their whuffie
deficit into a whuffie making
machine, stopping their decline
in sales and stopped their bad
125. but if you want to really
become part of the
community you serve
127. getting out
128. the question is
129. figure out
130. who is it that you serve?
131. what problem are you solving?
132. for whom?
133. knowing that makes it easier
134. then join them!
135. not as market research
136. not as a voyeur
137. not to sell anyone anything
138. if you join a community with
the wrong intentions
187. the fear mongers
• corporate espionage
188. it’s on their shoulders
• Public Relations/Corporate
189. understand the need
190. but balance it with the
need for openness
191. there are many benefits
to openness and
192. benefits of embracing the
• you’ll be better prepared for the unexpected
• you’ll join in the conversation that is already
happening and be welcomed for this move
• it will bring in the opportunity for collaboration
• it will make your ideas stronger
• it will create supporters you didn’t know you
193. in the old days, you had
one chance to get the
message just right...
194. today, you have multiple
conversations and iterations to
build that message with your
customers and audience.
195. Funny how we create our own rat
traps in our success. Once we're
'there' we can no longer do the stuff
that made us successful in the 1st
196. ...or can we?
197. we’re just one more step away
198. here is some food for thought
199. while money is part of the
200. market economy
201. whuffie is part of the
202. it acts kind of opposite
203. the more you give away, the
more whuffie you gain
204. whuffie is only valuable when it
205. and as it circulates, it
206. but we still need to make $$
to pay the rent
207. so the question is...
208. what can you give away that
won’t leave you broke?
find your higher purpose.
210. born out of passion?
211. serving a need?
212. fighting the good fight?
213. maybe that stuff doesn’t
214. maybe you just want to
215. does it mean that you will be
217. you just have to find a way to
give back to the community
218. the more you give, the more
that comes back
219. 5 gifts to give that won’t leave
220. “nerd values”
do well by doing good
221. “...compared check-writing and
volunteering to cutting the leaves and
branches off a tree, where the heart of the
business and its ability to impact the world
positively is the tree itself.”
Gary Hirshberg, CEO, Stonyfield Farms
222. think customer-centrically
223. not customer-centric
You do everything you can to keep You have a long list of customer
your customers on your website. relations policies. Any exception to
those policies has to go up the chain
of command for approval.
• You measure number of visitors and
time spent on your website as
whether you are successful. You need to create multiple
instructional videos so that your
customers will understand how to
• When budgets get tightened, you
use your product.
make cutbacks in areas like
customer service, marketing,
support staff and design. You demand social media strategies
that win over the ‘influencers’ to blog
or tweet about your product.
• You are bothered by a customer
describing your product in their own
words that doesn’t match your
You send customers to other Your customers are doing things
websites. with your product you never
dreamed and are posting videos.
• You measure how many people refer
their friends to you as success. Influencers are adding you as friends
on social networks.
• You let people feed in their content
from other sites easily. You work with your competitors
towards better customer
experiences for all.
• When budgets get tightened, you
tighten operational costs.
• You know you compete for your
customers’ attention with everyone.
• Your only customer service policy is
to do right by the customer.
225. help others go further
226. spread love
228. value something bigger
229. • do well by doing good
• think customer-centrically
• help others go further
• spread love
• value something bigger
231. will grow over time
232. so combine all of the
233. • turn the bullhorn around
• become part of the community you serve
• create amazing experiences
• embrace the chaos
• ﬁnd your higher purpose
248. about those rockin’ images:
• Many are from iStockphoto.com (totally cool site)
• except as marked on the photo...
• a screenshot of my friendwheel: http://
• and the logos & screengrabs I stole from all of the